Date of Publication

4-1-2024

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Honor/Award

Nominated for Best Thesis

Thesis Advisor

Dr. Dave Vincent Mangilet, CPM, PMP

Defense Panel Chair

Jose Luis Liongson

Defense Panel Member

Robert Espiritu

Jan Joel Surot

Abstract/Summary

Facing declining enrollment and a competitive educational marketplace, Immaculate Conception Academy of Manila - Senior High School needs a robust Integrated Marketing Communications strategy. This paper presents a comprehensive IMC plan, analyzing the school's market position, competitive landscape, and internal capabilities to revitalize its image and attract students. By assessing the strategies of primary competitors like De La Salle University Integrated School and University of Santo Tomas SHS, the campaign highlights ICAM's distinctive educational offerings to distinguish it from others.

The IMC campaign combines traditional and digital media to boost ICAM’s visibility and engage target audiences. It features a narrative-driven approach that showcases ICAM alumni successes to emotionally connect with parents and students, positioning ICAM as a hub for holistic development.

Underpinned by thorough financial analysis, the campaign ensures creative appeal and financial viability, with budget allocations optimized across media channels for maximum impact. The paper outlines robust performance monitoring tools, including key performance indicators and feedback mechanisms, for timely adjustments to the dynamic market.

This strategy redefines ICAM SHS’s market presence and enhances its appeal, aligning the campaign with ICAM's mission and core values. It employs relationship building focused tactics to provide ICAM with a competitive edge in Manila’s educational sector, illustrating the crucial role of IMC in reversing enrollment declines and fostering sustainable growth.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Marketing; Communication in marketing

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Embargo Period

4-1-2027

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Available for download on Thursday, April 01, 2027

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